SAN DIEGO, CA – 14/09/2025 – (SeaPRwire) – While many retailers have been channeling substantial capital into immersive technologies, interactive displays, and futuristic store concepts, new industry research suggests that most shoppers are far less dazzled by such efforts than executives might hope. According to fresh findings from customer intelligence firm Chatmeter, the majority of consumers remain focused on fundamental aspects of the in-store shopping journey—such as product availability, fitting room access, and efficient checkout experiences. These elements, described as “the basics” of retail, continue to outweigh experimental digital initiatives when it comes to influencing customer satisfaction and repeat visits.
The report, titled 2025 In-Store Specialty Retail Report, draws from a comprehensive analysis of more than half a million online reviews of specialty retail outlets, including apparel, jewelry, and beauty chains. In addition, Chatmeter surveyed over 1,000 U.S. consumers who had shopped in specialty stores within the last year. The findings demonstrate a clear theme: while retailers have been racing to adopt virtual reality (VR), augmented reality (AR), and other cutting-edge tools, shoppers remain largely unmoved by such technologies. Instead, customer sentiment overwhelmingly points to the need for operational reliability, attentive staff, and tangible product interactions.
“Retailers often assume that novelty drives traffic, but consumers are telling a different story,” explained John Mazur, CEO of Chatmeter. “Our research shows that shoppers articulate their expectations quite openly online, and those expectations revolve around reliable basics. By applying AI-driven listening tools to this feedback, retailers have the opportunity to act on consumer needs at scale and improve experiences in ways that customers actually notice.”
Key Insights from the Report
- Inventory Remains the Decisive Factor: Inventory levels and product availability were identified as the single most influential factor in consumers’ decision to visit a store. Shoppers value the chance to see and purchase items immediately, and frustration with empty shelves was a recurring theme in reviews. Despite being ranked as the top priority, inventory management also appeared as the greatest weakness, underscoring a critical gap between consumer expectations and store execution.
- The Role of Store Associates Is Growing: In 61% of reviews analyzed, employees were explicitly mentioned, a 10% increase from the previous year. Whether praised for attentiveness or criticized for lack of engagement, associates have emerged as central to the shopping experience. The data suggests that human interaction, despite advances in automation, is increasingly pivotal to customer satisfaction.
- The Enduring Appeal of “Try Before You Buy”: More than half (52%) of consumers surveyed indicated that the ability to test, try on, or physically examine products remains a key motivator for choosing brick-and-mortar over e-commerce. Reviews mentioning fitting rooms, product demonstrations, and try-ons rose by 32% year-over-year, emphasizing the irreplaceable role of tactile experiences in driving store traffic.
- Deals Still Drive Foot Traffic: Promotions, discounts, and exclusive offers continue to attract customers. Approximately 8% of reviews mentioned bargains, while consumers ranked sales as the second most important factor influencing store visits. This suggests that despite inflationary pressures and changing shopping habits, price sensitivity remains a dominant consideration.
- High-Tech Experiments Fail to Resonate: Despite substantial industry spending, consumer engagement with in-store AR, VR, and smart mirrors was minimal. Only 4% of survey respondents reported using such tools in the last year, and review mentions were negligible. The findings suggest that flashy tech has yet to become a meaningful differentiator in the retail environment.
- Personalization: An Underleveraged Opportunity: Twenty-seven percent of surveyed consumers sought personalized recommendations from associates, but sentiment around personalization in online reviews showed a decline. This signals a potential gap between consumer interest in tailored experiences and the ability of retailers to deliver personalization consistently at scale.
The Bigger Picture
The report underscores a widening disconnect between retailer investment priorities and consumer expectations. In recent years, many retail chains have prioritized technological experimentation, allocating budgets to innovations designed to dazzle. Yet, the reality reflected in consumer feedback is that flashy technology often fails to translate into higher satisfaction or loyalty. Instead, the fundamentals—adequate stock, courteous and knowledgeable employees, accessible fitting rooms, and efficient checkout—remain the bedrock of a positive shopping journey.
For retailers, the implications are significant. Ignoring the basics risks not only consumer dissatisfaction but also reputational damage in an era where online reviews and social commentary shape brand perception at scale. Conversely, those who leverage AI-powered insights to align investments with what customers are actually asking for may achieve a competitive edge in a crowded market.
About Chatmeter
Chatmeter is a leading intelligence platform designed to help multi-location businesses translate customer feedback into actionable business strategies. Using generative AI and proprietary analytics models, the company’s platform processes millions of customer interactions across reviews, surveys, images, and social media channels. The insights enable global enterprises to identify consumer priorities, mitigate risks, strengthen brand positioning, and drive measurable revenue outcomes at the local level.
The full 2025 In-Store Specialty Retail Report, including deep dives into the apparel, beauty, and jewelry sectors, is now available for download.